South gets ready to greet three channels in April

MUMBAI: The 2005 calendar year is yet to complete six months, but the Southern television arena will have four more channels by April. And out of these four channels, three are dedicated to Malayalam.

After launching Kiran TV in Malayalam in January this year, Sun is all set to unveil its fourth Telugu channel in Aditya on the Telugu New Year 9 April. In Malayalam, joining Kiran in the fray, are Asianet's third channel Asianet Plus which will be launched in the third week of April and Amrita TV that will kick off its campaign on 14 April.

Asianet is responding to Sun Network's aggressive posture with Asianet Plus. Asianet wanted to launch a movie and music channel in January itself, to prevent Kiran from getting a foothold, but apparently postponed the plans to come up with a challenging programming strategy. Asianet COO Mohan Nair is looking after the operations of Asianet Plus also.

Now the channel comes with a mix of music, movies and lifestyle programming, targeting the youth segment. According to Nair, Asianet Plus will be packaged on the lines of music channels MTV and Channel [V] with additional programming in fashion and movies. The channel is also locking horns with Southern Spice Music (SS Music), as it is going to telecast musical shows in languages other than Malayalam. According to Nair, the channel will air music programmes in the South Indian languages as well as in Hindi too. On the movie front, it will telecast one movie per day.

Nair says the channel is being launched with a flanking strategy in mind. The channel will have a fresh programming line up, but will get some shows from the main channel as well. "Being a new 24-hour channel, we will not be able to bring 100 per cent fresh programming. So there will be a few shows from the main channel too," Nair says adding that, "We want to make sure that the main channel won't be affected by Asianet Plus in any way. Plus will have a different programming strategy which won't bring down the main channel."

Speaking about the primetime packaging, Nair says the primetime band will be 6 PM to 11 PM. "Though the channel will try to target different segments of the audience throughout the day, it will lay special stress on this particular time band," he says.

The channel will also target its foreign viewers with some special programmes. "The channel will be available in the Middle East, USA and the UK and we will try to put certain shows targeting those areas in their convenient time schedules," Nair says.

The ad rates of Asianet Plus will be lower than that of the main channel. Though the channel hasn't officially announced its launch date, indications are that it will be in the third week of April.

Amrita TV is launching on 14 April with a mega event - the First Amrita Film Fraternity Awards. The 24-hour news and entertainment is looking at the competition differently.

"We have no intention of dishing out light entertainment. We are positioning ourselves as a channel that provides value-based programming. We will attempt all formats, but the treatment will be different. We want to provide a mix of entertainment and education," says Amrita TV executive director Suresh Narayan.

On the news segment, the channel is stressing the live factor. Narayan says the channel has set up studios in Delhi, Kozhikode and Kochi for this purpose. "From these studios, we will live telecast our news bulletins," he says.

So, with channels mushrooming, will the Kerala TV market be able to hold the load? According to industry estimates, the Rs 1 billion-strong market is expected to go up by 20 per cent this year. "Every year, it is being stretched by 10 per cent. But this year, with the entry of new channels, the industry is expecting an increase of 20 per cent," says an industry analyst.

Latest Reads
TLC firmly establishes itself as a clear leader in lifestyle genre with 24% upswing in ratings

TLC, leading lifestyle channel from Discovery Communications India, soared to the top of Lifestyle genre with a 24% increase in ratings according to the latest BARC data*. TLC secured 8640 impressions ‘000 in week 11 as compared to 6972 impressions ‘000 in Week 10. The upsurge in ratings is...

Television TV Channels Factual & Documentary
Balaji Telefilms appoints Jyoti Deshpande as non-executive additional director

Balaji Telefilms has appointed Jyoti Deshpande as the non-executive additional director. The appointment, which was approved following a circular resolution by its board on 22 March, is in compliance with share subscription agreement entered into between Balaji and Reliance Industries Ltd (RIL) on...

Television TV Channels People
Aaj Tak relaunches 'Seedhi Baat'

MUMBAI: TV Today Network has relaunched its big-ticket Hindi show Seedhi Baat. The show will be hosted by Sweta Singh, news anchor and executive editor of special programming at Aaj Tak. The first episode of the show, which  will air at 8 pm on 24 March, will feature BJP president Amit Shah as the...

Television TV Channels News Broadcasting
Dsport tops BARC ratings with Nidahas Trophy viewership

MUMBAI: Dsport, which launched last year in February, became the top ranked sports channel according to Broadcast Audience Research Council (BARC) all-India data in week 11. Rishtey Cineplex attracted a big chunk of the Hindi-speaking audience while competing with pubcaster DD Sports.

Television TV Channels Sports
Zee TV’s ‘Ishq Subhan Allah’ year’s second highest weekday fiction launch across GECs

Zee TV recently put the spotlight on Triple Talaaq with its new fiction show Ishq Subhan Allah introducing viewers to the turbulent love story of Zara (Eisha Singh) and Kabeer (Adnan Khan) – an Islamic couple dealing with the issue first-hand. Raising pertinent questions about women having a say...

Television TV Channels GECs
&Privé HD’s Unforgettables at 9 property celebrates movies that have left an indelible mark

There are some movies that become a part of your life and you can’t help but watch them over and over again. There are some characters that reveal a hidden element of yourself that results in an instant connection. &Privé HD’s property ‘Unforgettables at 9’ brings such classics every Monday to...

Television TV Channels English Entertainment
Living Foodz raises a Toast to India’s finest restaurants, night

India’s premium lifestyle channel, Living Foodz organized the second edition of Epicurean Guild Awards at an evening which saluted the game changers in India’s fine-dining, nightlife and lifestyle entertainment space. Held on March 22 at Sahara Star, Mumbai, the event was curated by Chef Manu...

Television TV Channels English Entertainment
Zee Anmol regains top Hindi GEC spot across genres

BENGALURU: Zee Entertainment Enterprises Ltd’s (Zeel) free-to-air (FTA) Hindi GEC Zee Anmol has returned to second place in Broadcast Audience Research Council (BARC) list of top 10 channels across genre in week 11 of 2018 (Saturday, 10 March 2018 to Friday, 16 March 2018). The numero uno position...

Television TV Channels Viewership
Emerald Media buys minority stake in Global Sports Commerce

MUMBAI: Emerald Media, the Pan-Asia company backed by global investment firm KKR, has acquired a significant minority stake in sports technology and management company Global Sports Commerce (GSC) through a combination of primary and secondary investments.

Television TV Channels Sports

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories